How Search Engines
Drive Commerce on the Web
•People make use of search engines for a
wide variety of purposes, with some of the most popular being to research,
locate and buy products.
•It is important to note that search and
offline behaviour have a heavy degree of interaction with search playing a
growing role in driving offline sales.
1) According to yahoo study in 2007
Online advertising drives $6 offline (in stores) for every $1 spent online.
Search Marketing has a greater impact on in-store sales lift than display advertising-three times greater.
2) There is also significant amount of interaction between search and local offline commerce.
74% of respondents used search engines to find local business information versus 65% who turned to print Yellow Pages, 50% who used Internet Yellow Pages, and 44% who used traditional newspapers
3) 86% surveyed said they have used the Internet to find a local business, a rise from the 70% figure reported the year before.
4) 80% reported researching a product or service online, then making that purchase offline from a local business.
5) Local search is an increasingly important component of SEO.
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